What is Branding?

Branding. It’s a buzzword that we hear all the time but what does it really mean, and why does it matter? The most common conception of what branding could be is that branding is the visual aspect of an entity. And while parts of branding include logo and packaging design, branding as a whole is much more than just making things look pretty. True branding is about diving deep into the true identity of a business or organization and finding ways to connect with target audiences through storytelling. And like any great storyteller, the ability to provide great visuals to your audiences, whether through design and other forms of communication.

The key to knowing whether or not your branding works is bit through the messages you send out, but through the messages your audiences think that you might be sending out. Perception is everything. An audience member should be able to look at your branding as a whole and be able to get a full scope of who your business is, what your values are, what products and services you offer, what types of people you serve, and why you should matter to them. Since branding directly ties to how audiences perceive you, the difference between effective branding and non-effective can mean life or death for a business.